Journey Mapping – Designing your experience

Everything you need to take the 2nd step in Journey Mapping

This presentation is designed for a Journey Mapping Facilitator and/or event
sponsor that have already experienced a Journey Mapping “Learn” event and
want to move to the next step by implementing a “Design” session.

We seek to provide you with tools and techniques you might need to keep
moving forward with your customer centered transformation.
If you have any questions, the team at Oracle is eager to help. designingcx.com
 What’s in this presentation?

1 Goals & overview of a Journey Mapping “Design” session

2 Preparing for your session

3 Running your session

4 Sample materials: Personas, Metrics, etc.

1 GOALS & OVERVIEW
1 What are the Goals?

• Primary Goal: Experience how Journey Mapping will work

for your customers & your business
• Expand the reach & prepare internal teams to apply CXJM
in your day to day business
• Identify projects that are worth pursuing
 1 CXJM Starts Customer Centric Transformations
Journey Mapping can be your on ramp to creating a culture of
customer centered transformation

Learn CXJM Design CXJM Execute

Identify Need

Recommend
Share

Teach
Generic Scenario to learn Customer persona used Disciplined & Validated
basic methodology on a portion of your lifecycle Test Methodology

The methodology should be learned before first before using it on your business to
design new experiences, and then executing it with validated data and insights
 1 CXJM Starts Customer Centric Transformations

Learn CXJM Design CXJM Execute

Identify Need

Recommend
Share

Teach
Generic Scenario to learn Customer persona used Disciplined & Validated
basic methodology on a portion of your lifecycle Test Methodology

Using Journey Mapping to Design new experiences is a critical step

before execution as part of customer centric transformation efforts
1 The 3 Key Differences for the “Design” step
It’s the same process as the Jen/ZoomGo scenario, with 3 changes

1) Use or build a
persona, review
brand attributes,
document key
trends

2) Create a custom
behavior line
that will be
the basis for
your map

3) Develop your own

impact metrics
1 Goals & overview

2 PREPARING FOR YOUR SESSION

3
Running your session

4
Sample materials
 2 Begin Preparation
Start 2-3 weeks before your session

2-3 Weeks Prior 1 Week Prior 1 Day Prior

 Build persona(s)  Create scaffolding for

 Print blank canvas
action line, impact
 Select portions of the lifecycle & hypothesis sheets
metrics, brand
for each board
 Finalize your agenda  Meet with coaches for
 Identify 12-24 participants
& time blocking final pre-flight check
 Enlist coaches*
 Customize the presentation  Set up room
 Order Materials PowerPoint deck & materials

* Oracle may be able to help provide coaches if there aren’t enough trained coaches at your organization
2 Start By Creating Persona(s)
2 Market Segments & Personas
Journey maps are based on a persona, not a segment

Persona Segment

• Research-driven • Clearly identified groupings SEGMENT

SEGMENTAA

that can be measured Urban

• Used to design experiences Urban
Homeowners
Homeowners
• Representative of an • Emphasis on analytics / BI Male
Male18-49
18-49
With
With1+
1+Dog(s)
Dog(s)
individual customer • Used to execute & measure
• Relatable & real • Marketing accessibility
• May belong to one of your (you can reach them) SEGMENT
SEGMENT B
B
segments • Aggregated, impersonal
Suburban
Suburban
• Can be described in detail description of a group Homeowners
Homeowners
Married
Married Males
Males
With 2+
With 2+ Dogs
Dogs

Humanize & Connect Analyze & Size an opportunity

2 Define Your Location Where does he/she live & work?

Persona

PROFILE
What is their job? If B2B, add detail on role in
Professional decision making, influence, responsibilities

Education Level and kind of schooling completed

Type of usage, online stats, how they engage with

a
Usage & loyalty us, behavior, usage rate, how loyal
d
Ad oto

BEHAVIORS
ph
Attitude & Beliefs What does he/she think of us? The category?

Social group, status, openness to innovation, media

Lifestyle habits, proficiency

What does he/she do in their free time, how

Interests & Hobbies
<Name> important is that to them?
<Age> What is she/he looking to accomplish? How
Usage Goals important is it to them?
NEEDS

Emotional Goals / What is at stake emotionally? What would a quote

(See samples in section 4 Quote in their words say?
and on the following slide)
Motivations & Triggers What motivates him/her, what makes them tick?
2
Location Los Angeles, CA
Sample College Sophomore, studying psychology, planning to attain

PROFILE
Professional
Persona her masters degree

Education In 2nd year of college

Mobile first for all her banking, ATM second, rarely uses a
PC/Mac to access her account, only went into a branch to
Usage & loyalty open her account. Deposits check(s) via mobile app once
per week.

BEHAVIORS
She views us as local and involved in the community; she is
Attitude & Beliefs ambivalent toward most banks
Socially active but not obsessed, prefers action to talk,
Lifestyle expects ease of use as baseline, watches 2 hours of TV via
web & iPad apps, proficient across many digital devices
Spends time with friends, going to restaurants, hiking,
Interests & Hobbies working out at the gym

She doesn’t want to have to worry about her finances. She

Usage Goals expects us to help her make it simple.
Lindsay
NEEDS

Emotional Goals /
Age: 20 Quote
“I want to be able to pay all my bills without having to
worry, and not obsess over financial goals.”
Student
Motivations & Triggers She cares about her friends, family, and wants to give back
 2 Select a Portion of the Lifecycle
This is the foundation on which each behavior line is built
• Select a portion of the
lifecycle that relates well Purc 8
hase4
to the persona(s) you S c en
ario
have selected

Support Scenario
• Aim for enough detail for
roughly 15-25 steps on
the behavior line 3 BUY OWN 7
(so it will span an 8’ board) Market & Sell Support & Serve

• Scenarios can span more 1 5

than one board but our
recommendation is to
have a discrete scenario
2 6
on each board
2 Preparation Options
The extent of your preparation will impact your mapping activity

Assumptive Research Anchored

Pre-work Pre-work

Deep research-driven
Create a simple assumptive personas
th
Bo ches
persona

p r oa well
ap ork
w
Create a scaffold of behavior lines after can
Build full behavior lines in advance
creating a quick assumptive behavior line
with input from multiple parties
Calls
Custom Calls
Custom custome Downgr
er sees Custom custome Downgr
er sees Custom r ades
online er r ades
online er service package
offer for initiates service package
offer to ask to lower
highfor initiates
order to ask to lower
high order about monthl
speed online about monthl
speed online installat y cost
Internet installat y cost
Internet ion fee
ion fee
2 Building The Behavior Line
Good preparation here will return dividends in your group activity
• We recommend that you frame out behavior lines for all your
boards, then reduce them to 4-5 steps that provide a scaffold for the
teams to have as a starting point
– Provide 1st & last step, plus a few in the middle for each board

Initiates
Initiates Is
Is told
told that
that Shares
Shares
chat
chat session
session Calls
Calls and
and the
the negative
negative
to
to ask
ask
End
End More
Addi
Addi Realiz asks
asks to
to
End
End More
Addi
Addi Realiz minimum
minimum
End
End More
Addi
Addi Realiz
s
s
More
beha
beha
tiona
tiona
l
Realiz
es
es
s
s
More
beha
beha
tiona
tiona
l
Realiz
es
es
s
s
More
beha
beha
tiona
tiona
l
Realiz
es
es experience
experience
about speak
speak to aa
to 12
12 month
situati situati situati
chat viora l chat viora l chat viora l
about month
situati situati situati
chat viora actio on chat viora actio on chat viora actio on
sessi
sessi
l
l
actio
n
on
unreso
unreso
sessi
sessi
l
l
actio
n
on
unreso
unreso
sessi
sessi
l
l
actio
n
on
unreso
unreso on
on
charges
charges on
detail n
supervisor detail n
term
term can’t
detail n
lved lved lved
o o o
on detail steps
supervisor detail steps
can’t detail steps
lved lved lved
o steps o steps o steps
Facebook
Facebook
first
first bill
bill be
be changed
changed

– Write them out on green post-its® ahead of time

 2 Preparing Impact Metrics
Impact Metrics lead to results, not just indicate activity
IM
I M PA
P ET C
K
INCREASE
INCREASE RI T
C
CUSTOMER INCREASE
INCREASE
CUSTOMER
SATISFACTI REORDER
REORDER
SATISFACTI
ON RATE
RATE
ON

Unclear connection ? Direct connection to

to measurable measurable impact
financial impact*
Bottom line
* Some advanced organizations have measured the financial impact for a
1% gain in their NPS metric. This is rare and organizations usually
results $
cannot quantify the link between KPIs and financial performance.
2 Examples of Impact Metrics
Acquisition, Retention, & Efficiency gains
• There’s a direct connection between these impact metrics and the
financial bottom line

DECREASE
DECREASE INCREASE
INCREASE
INCREASE
INCREASE INCREASED
INCREASED DEFECT
DEFECT FIRST
FIRSTCALL
CALL
REFFERAL
REFFERAL REORDER
REORDER RATE
RATE BY
BY RESOLUTIO
RESOLUTIO
RATE
RATE %
% 2%
2% NN
Acquisition Customer Improved Operational
Costs Retention Efficiency Efficiency
2 Attributes of Desirable Experiences
How does your brand line up with these attributes?

MEANINGF
MEANINGF
USEFUL
USEFUL USEABLE
USEABLE UL
UL
(function)
(function) (effort)
(effort) (emotion)
(emotion)

Examples: Examples: Examples

• Features • Convenient • Stylish
• Price • Easy • Reputable
• Selection • Intuitive • Trusted

What your product/service offers How easy is it to engage How meaningful experiences
customers functionally your organization and offerings are at an emotional level
2 Document Your Brand Attributes
Describe what your brand stands for in these 3 areas

MEANINGF
MEANINGF
USEFUL
USEFUL USEABLE
USEABLE UL
UL
(function)
(function) (effort)
(effort) (emotion)
(emotion)

Premium priced Intuitive Trusted

What your product/service offers How easy is it to engage How meaningful experiences
customers functionally your organization and offerings are at an emotional level
2 Selecting Workshop Participants & Coaches
Best Practice Suggestions

Minimum of 12 to 18 participants Use 3 Posters or 3 Boards with Have 1 experienced coach

from a variety of departments 4-6 participants per board to lead each board

Tip: Journey Mapping “Design” sessions work best when individuals across
departmental silos are involved and can build customer empathy together
 2 Getting Materials Ready
You’ll need the same kit as Jen & Zoomgo, with a few additions

Room Setup Supplies Materials

Option 1

Post-its®, pens, clips,

voting stickers, string Blank Hypothesis Sheets
4’ X 8’ ½” thick foam core boards
(1.4M x 2.4M x 1.3cm thick)

CX Design Canvas

Here’s a link to the list of all the materials you’ll need: http://designingcx.com/cx-journey-mapping-toolkit/

Our
Our recommendation
recommendation is is to
to use
use foam
foam core
core boards
boards or
or other
other large
large physical
physical media
media for
for the
the activity
activity for
for 2
2 reasons:
reasons:
1)
1) experience
experience has
has shown
shown better
better results
results when
when teams
teams can
can work
work across
across anan 8’
8’ surface
surface to
to build
build their
their maps
maps
2)
2) sharing
sharing the
the story
story with
with others
others is
is enabled
enabled with
with boards,
boards, but
but often
often roll
roll up
up maps
maps are
are stored
stored onon aa shelf,
shelf, have
have less
less enduring
enduring impact
impact
 2 Getting Materials Ready
You’ll need the same kit as Jen & Zoomgo, with a few additions

Room Setup Supplies Materials

Option 2

4’ X 8’ roll up posters, laminated

Post-its®, pens, clips,
voting stickers, string Blank Hypothesis Sheets

CX Design Canvas

3M adhesive for
mounting on wall

Here’s a link to the list of all the materials you’ll need: http://designingcx.com/cx-journey-mapping-toolkit/

Our
Our recommendation
recommendation is is to
to use
use foam
foam core
core boards
boards or
or Roll
Roll up
up posters
posters for
for the
the activity
activity for
for 2
2 reasons:
reasons:
1)
1) experience
experience has
has shown
shown better
better results
results when
when teams
teams can
can work
work across
across anan 8’
8’ surface
surface toto build
build their
their maps
maps
2)
2) sharing the story with others is enabled with boards, but often roll up maps are stored on a shelf, have
sharing the story with others is enabled with boards, but often roll up maps are stored on a shelf, have less
less enduring
enduring impact
impact
 2 Getting Materials Ready
Alternate Working Surface – 3rd Choice

If it is difficult to find and purchase

foam core boards or print poasters an
alternate surface for journey mapping
is a roll of butcher paper and masking
tape.
You’ll need flat sections of wall that
are 8 feet or more for each map Masking
you’re planning to create. The printed Butcher Paper + Tape

Jen / ZoomGo behavior lines are

each 8 feet in length.

The
The question
question of
of whether
whether toto just
just use
use aa whiteboard
whiteboard with
with post-it®
post-it® notes
notes sometimes
sometimes comes
comes up.
up. We
We don’t
don’t recommend
recommend this
this
approach since you’ll be unable to preserve the work you’ve done after your journey mapping session.
approach since you’ll be unable to preserve the work you’ve done after your journey mapping session.
2 Plan Your Day
High-level and detailed agendas are required TRY - Time Blocking
TRY - Time Blocking

Start End # mins

Start End # mins
Retrospective / Welcome 9:00 AM 9:05 AM 0:05
111/2
1/2Day
DaySample
SampleAgenda
Agenda Retrospective / Welcome
Intro to Try
9:00 AM
9:05 AM
9:05 AM
9:20 AM
0:05
0:15
Intro to Try 9:05 AM 9:20 AM 0:15
CX
CX Journey
Journey Mapping
Mapping Workshop
Workshop • Set a high level agenda for Create Initial Map
Create Initial Map
Build Action Line 9:20 AM 10:40 AM 1:20
Build Action Line 9:20 AM 10:40 AM 1:20
On Stage 10:40 AM 10:55 AM 0:15
Time
Time Description
Description participants On Stage
Attitudes
Attitudes
Backstage
10:40 AM
10:55 AM
10:55 AM
11:15 AM
10:55 AM
11:15 AM
11:15 AM
11:30 AM
0:15
0:20
0:20
0:15
Backstage 11:15 AM 11:30 AM 0:15
–
Break 11:30 AM 11:40 AM 0:10
DAY
DAY11 Begin with Jen/ZoomGo “Learn” Break
Evaluate & Prioritize
Evaluate & Prioritize
11:30 AM 11:40 AM 0:10

Afternoon Jen/ZoomGo
Jen/ZoomGo"Learn"
Evaluate Attitudes 11:40 AM 11:45 AM 0:05
Afternoon "Learn" session to teach methodology Evaluate Attitudes
Prioritize Focus
Prioritize Focus
11:40 AM
11:45 AM
11:45 AM
11:45 AM
12:00 PM
12:00 PM
0:05
0:15
0:15
Determine Impact 12:00 PM 12:10 PM 0:10
DAY
DAY22
Determine Impact 12:00 PM 12:10 PM 0:10
– Follow with your custom “Try” session Readout
Readout
LUNCH Break
12:10 PM
12:10 PM
12:35 PM
12:35 PM
12:35 PM
1:20 PM
0:25
0:25
0:45
9:00
9:00--9:20 Introduction
Introductionto
to"Try"
LUNCH Break 12:35 PM 1:20 PM 0:45
9:20 "Try" using your persona & scenario Add Detail to Understand
Add Detail to Understand
Brainstorm Needs 1:20 PM 1:35 PM 0:15
9:20
9:20--10:
10:30
30 Build
Buildcustom
custombehavior
behaviorline
line Brainstorm Needs
Consider Trends
1:20 PM
1:35 PM
1:35 PM
1:45 PM
0:15
0:10
Consider Trends 1:35 PM 1:45 PM 0:10
10:30
10:30--10:40
10:40 BREAK
BREAK
Define Roles & Processes
Define Roles & Processes
1:45 PM
1:45 PM
1:55 PM
1:55 PM
0:10
0:10
Evaluate & Frame Issue/Oppty
Evaluate & Frame Issue/Oppty
10:40
10:40--11:
11:15
15 Map
MapOn
OnStage
Stage&&Back
BackStage
Stage Evaluate Needs
Evaluate Needs
1:55 PM
1:55 PM
2:00 PM
2:00 PM
0:05
0:05

• Use the Excel tool to build a

Evaluate Issue or Opportunities 2:00 PM 2:05 PM 0:05
Evaluate Issue or Opportunities 2:00 PM 2:05 PM 0:05
11:15
11:15--12:00
12:00 Evaluate
Evaluate&&Prioritize
Prioritize Build CX Canvas 2:05 PM 2:10 PM 0:05
Build CX Canvas 2:05 PM 2:10 PM 0:05
Break 2:10 PM 2:25 PM 0:15
12:00-
12:00-12:45 LUNCH Break 2:10 PM 2:25 PM 0:15

12:45
12:45
12:45--1:30
1:30
LUNCH
Add
AddDetail
Detailto
tounderstand
understand
minute by minute time blocking so Design New Experiences
Design New Experiences
Brainstorm Innovation
Brainstorm Innovation
2:25 PM
2:25 PM
2:50 PM
2:50 PM
0:25
0:25

the facilitator can keep the group

Select Innovation 2:50 PM 3:00 PM 0:10
Select Innovation 2:50 PM 3:00 PM 0:10
1:30
1:30--2:00
2:00 Evaluate
Evaluate&&frame
frameissue
issueor
oropportunity
opportunity Build CX Hypothesis
Build CX Hypothesis
3:00 PM
3:00 PM
3:15 PM
3:15 PM
0:15
0:15
Readout Hypothesis 3:15 PM 3:30 PM 0:15

on track
Readout Hypothesis 3:15 PM 3:30 PM 0:15
2:00
2:00--2:10
2:10 BREAK
BREAK Summary & Discussion on Next Steps 3:30 PM 4:00 PM 0:30
Summary & Discussion on Next Steps 3:30 PM 4:00 PM 0:30
2:10
2:10--3:30
3:30 Design
Designnew
newexperiences
experiences
3:30 Facilitator’s time blocking
3:30--4:30
4:30 Discuss
DiscussNext
NextSteps
Steps&&Implementation
Implementation
spreadsheet

Participant Agenda
Our
Our recommendation
recommendation is is to
to ‘Learn’
‘Learn’ the
the methodology
methodology on
on day
day 1,
1, and
and devote
devote day
day 22 to
to Try
Try it
it on
on your
your business
business
1)
1) It
It takes
takes time
time to
to both
both learn
learn and
and integrate
integrate a
a new
new methodology.
methodology. Teams
Teams start
start day
day 22 refreshed
refreshed and
and ready
ready
2)
2) You’ll have a greater chance of developing actionable innovations if you have adequate time in a
You’ll have a greater chance of developing actionable innovations if you have adequate time in a Try
Try session
session
2 Plan Your Day - options
Alternate time schedules for compressed Design sessions
Re
co
1 mm
1-Day
1-Day 1½½ -Day
-Day en
de
d
111/2
1/2Day
DaySample
SampleAgenda
Agenda
CX
CX Journey
Journey Mapping
Mapping Workshop
Workshop
Time
Time Description
Description

DAY
DAY11
Afternoon
Afternoon Jen/ZoomGo
Jen/ZoomGo"Learn"
"Learn"

DAY
DAY22
9:00
9:00--9:20
9:20 Introduction
Introductiontoto"Try"
"Try"
9:20
9:20--10:
10:30
30 Build
Buildcustom
custombehavior
behaviorline
line
10:30
10:30--10:40
10:40 BREAK
BREAK
10:40
10:40--11:
11:15
15 Map
MapOn
OnStage
Stage&&Back
BackStage
Stage
11:15
11:15--12:00
12:00 Evaluate
Evaluate&&Prioritize
Prioritize
12:00-
12:00-12:45
12:45 LUNCH
LUNCH
12:45
12:45--1:30
1:30 Add
AddDetail
Detailtotounderstand
understand
1:30
1:30--2:00
2:00 Evaluate
Evaluate&&frame
frameissue
issueor
oropportunity
opportunity
2:00
2:00--2:10
2:10 BREAK
BREAK
2:10
2:10--3:30
3:30 Design
Designnew
newexperiences
experiences
3:30
3:30--4:30
4:30 Discuss
DiscussNext
NextSteps
Steps&&Implementation
Implementation

Running
Running aa 1-day
1-day session
session will
will give
give participants
participants aa taste
taste for
for journey
journey mapping,
mapping, but
but is
is less
less likely
likely to
to yield
yield actionable
actionable
projects and will not fully prepare them to use journey mapping in their day
projects and will not fully prepare them to use journey mapping in their day to day workto day work
2 Customize The PowerPoint Slides
• Customize our standard PPT presentation for
your scenarios
• The areas we suggest you customize are:
– Lifecycle focus areas (slide 5)
– Personas (slide 6)
– Board #1-3 scaffolding (slides 7-12)
– Slides that have post-its® with examples:
• On-stage people & things (slide 16)
• Back stage people & things (19)
• Attitudes (18, 22, 23)
• Impact metrics (25)
• Needs (28, 33)
• Roles & Processes (30, 34)
• Innovations (38, 40)
• New Attitudes & Behaviors (42)
– CX Design Canvas – both the customer and brand sections
on the left side need to be filled in with your brand information
and the persona you’re working with

• “Design” PowerPoint Slides: www.designingcx.com

2 Preparation Checklist
Make sure you are ready to go…
 Create persona(s)
 Select portions of the lifecycle for each board
 Create scaffolding for action line (or create complete line)
 Select Impact Metrics
 Document Brand Attributes
 Select 12-18 participants
 Enlist 3 coaches
 Get materials ready (Boards/Posters, supplies, materials)
 Finalize your agenda & time blocking
 Customize the presentation slides
 Meet with your coaches beforehand
1 Goals & overview

2
Preparing for your session

3 RUNNING YOUR SESSION

4
Sample Materials
3 Kicking It Off
Setting expectations for the day

• Lay the foundation by explaining why

you’re teaching the methodology first,
then trying it on your business next
• Explain the overall goal of driving
customer centric transformation and
the Learn, Try, Apply model
• Select teams for the boards that might
not usually work together
• Try to keep the energy level up, and
make it fun for the participants
3 Run The “Learn” Jen & ZoomGo Story
Focus on helping everyone get solid on the methodology
• Teach the methodology & encourage customer empathy
3 Run the “Design” Activity
Prove that Journey Mapping will work on your business
• Use your customized PPT and the
Excel time blocking to guide you
• Creating the behavior line will be
the most important and difficult
part of the day
• Keep things moving, work to keep
things in synch across the 3
groups
3 Behavior Line Group Technique
How to get input from the entire room
When 3 teams are working on 3 boards it is often worthwhile to conduct a read out once behavior
lines have been created. Since there is likely specific expertise and insight spread around the
room, it is wise to allow others to make suggestions on what behaviors might have been omitted as
part of the customer’s journey

1. Each team completes 25-step

behavior line
2. First team reads their persona
description, then reads out
the behavior line steps
3. The participants from other
teams each write behaviors
that they think might fit in the
story on green post-its®, and
place them beneath the line
Step Step
Step
4. Repeat the process for the
Step Step
Step
sugg ested
suggested
suggested
suggested
suggested next 2 boards
suggested by by
by other
r by other
other other
5. Teams review the input they
by othe
by other team team
team
team team member
team
mem ber member
member member received and decide whether
member
to incorporate it on their board
3 Wrapping Up
Solicit feedback, set next steps for action
• Sample questions to ask:
– Did we discover that Journey Mapping will work on our business?
– Were any innovations/projects identified that we should pursue further?
– Could you see using Journey Mapping day-to-day?

• Next Steps – What Now??

– We suggest you hold a meeting at the conclusion of the event with key
stakeholders to discuss:
• Any innovations or projects that were identified and should be worked on
• If and how to move to the “Apply” step of CX transformation
1 Goals & overview

2
Preparing for your session

3
Running your session

4 SAMPLE MATERIALS
2
Location Los Angeles, CA
Sample College Sophomore, studying psychology, planning to attain

PROFILE
Professional
Persona her masters degree

Education In 2nd year of college

Mobile first for all her banking, ATM second, rarely uses a
PC/Mac to access her account, only went into a branch to
Usage & loyalty open her account. Deposits check(s) via mobile app once
per week.

BEHAVIORS
She views us as local and involved in the community; she is
Attitude & Beliefs ambivalent toward most banks
Socially active but not obsessed, prefers action to talk,
Lifestyle expects ease of use as baseline, watches 2 hours of TV via
web & iPad apps, proficient across many digital devices
Spends time with friends, going to restaurants, hiking,
Interests & Hobbies working out at the gym

She doesn’t want to have to worry about her finances. She

Usage Goals expects us to help her make it simple.
Lindsay
NEEDS

Emotional Goals /
Age: 20 Quote
“I want to be able to pay all my bills without having to
worry, and not obsess over financial goals.”
Student
Motivations & Triggers She cares about her friends, family, and wants to give back
4 Sample Persona (B2B)
4 Sample Persona (B2B)
DISCUSSION - Business Metrics Need Phase – Organization’s Perspective:
“When a customer has a need for a product or service,
are they aware of our brand?”

PURCHASE RECOMMEND
Example KPI

4 8

ADVERTISING
ADVERTISING
REACH
REACHAND
AND
FREQUENCY
FREQUENCY
SELECT 3
BUY OWN 7 MAINTAIN

1 5 Example Financial Measure

2 6 RETURN
RETURNONON
ADVERTISING
ADVERTISING
RESEARCH NEED RECEIVE USE SPEND
SPEND
ACTIVITY – Business Metrics
Research Phase – Organization’s Perspective:
"When a customer begins their research, do they know
our products or services could meet their needs?"

PURCHASE RECOMMEND
Example KPI

4 8

INTERACTION
INTERACTION
RATE
RATE
SELECT 3
BUY OWN 7 MAINTAIN

1 5 Example Financial Measure

2 6
NUMBER
NUMBEROF
OF
OPPORTUNITIES
OPPORTUNITIES
RESEARCH NEED RECEIVE USE
ACTIVITY – Business Metrics
Select Phase – Organization’s Perspective:
"What did our customer select, and how does it
contribute to a financial benefit for us?"

PURCHASE RECOMMEND
Example KPI

4 8

UP-SELL
UP-SELL//
CROSS-SELL
CROSS-SELL
RATE
RATE
SELECT 3
BUY OWN 7 MAINTAIN

1 5 Example Financial Measure

2 6
AVERAGE
AVERAGEORDER
ORDER
SIZE
SIZE
RESEARCH NEED RECEIVE USE
ACTIVITY – Business Metrics
Purchase Phase – Organization’s Perspective:
“How effective were we at getting our customers to
convert?"

PURCHASE RECOMMEND
Example KPI

4 8

CART
CART
ABANDONMENT
ABANDONMENT
RATE
RATE
SELECT 3
BUY OWN 7 MAINTAIN

1 5 Example Financial Measure

2 6
REVENUE
REVENUEPER
PER
TRANSACTION
TRANSACTION
RESEARCH NEED RECEIVE USE
ACTIVITY – Business Metrics
Receive Phase – Organization’s Perspective:
“How efficiently and effectively did we deliver our
product or service?"

PURCHASE RECOMMEND
Example KPI

4 8

AVERAGE
AVERAGE
DELIVERY
DELIVERYTIME
TIME
SELECT 3
BUY OWN 7 MAINTAIN

1 5 Example Financial Measure

2 6
DELIVERY
DELIVERYCOST
COST
PER
PER
RESEARCH NEED RECEIVE USE TRANSACTION
TRANSACTION
ACTIVITY – Business Metrics
Use Phase – Organization’s Perspective:
“How are our customers using our products or
services?"

PURCHASE RECOMMEND
Example KPI

4 8

RATE
RATEOF
OF
ADOPTION
ADOPTION
SELECT 3
BUY OWN 7 MAINTAIN

1 5 Example Financial Measure

2 6
VOLUME
VOLUMEOVER
OVER
TIME
TIME
RESEARCH NEED RECEIVE USE
ACTIVITY – Business Metrics Maintain Phase – Organization’s Perspective:
“Are we making it easy and effortless for customers to
resolve their issues?"

PURCHASE RECOMMEND
Example KPI

4 8

SELF-SERVICE
SELF-SERVICE
RATE
RATE
SELECT 3
BUY OWN 7 MAINTAIN

1 5 Example Financial Measure

2 6
COST
COSTPER
PER
CHANNEL
CHANNEL
RESEARCH NEED RECEIVE USE
ACTIVITY – Business Metrics Recommend Phase – Organization’s Perspective:
“How likely is it our customers will become advocates
of our brand?"

PURCHASE RECOMMEND
Example KPI

4 8

REVENUE
REVENUEPER
PER
REFERRED
REFERRED
CUSTOMER
CUSTOMER
SELECT 3
BUY OWN 7 MAINTAIN

1 5
Example Financial Measure

2 6
CUSTOMER
CUSTOMER
CHURN
CHURNRATE
RATE
RESEARCH NEED RECEIVE USE
 DESIGNINGCX.COM

Oracle . CX Journey Mapping Workshop . designingcx.com